Mastering the art of meaningful connections: Q&A with Kelly Finneran at Merritt Group
By: Shannon
Landing great stories for clients often calls for the perfect recipe: an attention-grabbing pitch, a compelling hook, the right commentary at the right time, and strong reporter relationships.
Networking is not just beneficial to PR – it’s essential. That’s why I sat down with Kelly Finneran, Director at Merritt Group, Cutline’s sister agency, to dig into the importance of this sometimes overlooked skill and tips for getting it right.
Hi Kelly! Tell us — where does networking fit within PR and storytelling?
Having a connection with a reporter could be the key to placing a story and helping our clients drive their business forward. It also makes it possible to recommend the right reporter for different angles and get valuable feedback for our clients. Having friendlies we can reach out to helps inform the way we conceptualize campaigns, define narratives and keep a pulse on the media landscape to ensure the relevancy of our clients’ stories.
Networking is an invaluable way to build long-lasting connections — it not only helps you build your personal brand as a PR professional, but also enables you to promote your company and your clients. Using networking engagements to talk about your areas of expertise, your client’s messaging, and your agency not only helps raise awareness of your PR chops, but it also can present new storytelling and business opportunities.
How do you prep for an industry event? We’d love to hear your go-to tips.
Bring business cards! Despite living in the digital age, many people still rely on business cards to exchange contact info. My personal favorites are business cards that include a QR code to your LinkedIn profile – it’s unique, memorable, and ultimately easier for people to connect with you in real time. A good rule of thumb following any event is to also send the person a quick email acknowledging your meeting. Bonus points for bringing up a fun fact your new connection might’ve shared during your discussion.
As many folks are attending in-person events for the first time, it can sometimes feel a bit daunting. In these cases, my advice is to attend a networking event with a colleague. This can provide a buffer and usually eases any feelings of intimidation when meeting new people.
Amazing advice — and how do you maintain a connection once you’ve made one?
“Authenticity is necessary to sustain strong connections.”
Like any relationship, it’s important to continue nurturing your connections following a networking engagement. Connect with them on LinkedIn, engage with their content, or invite them to a coffee (whether it’s in-person or virtual). In the world of connectivity, it’s easy to get lost in the shuffle if you don’t make the effort to check in.
At the same time, authenticity is necessary to sustain strong connections — especially since networking has an unfortunate reputation of being self-serving or shallow. You can avoid this by approaching networking in a way that’s intentional and demonstrates your interest in getting to know someone as a person rather than an addition to your proverbial rolodex. More often than not, authentic connections are the ones that evolve into future colleagues, clients, and even friends.
Are you part of any PR organizations that help you keep connected?
Yes! I am a member of the Public Relations Society of America – New York Chapter. Prior to relocating to New York last year, I also had the esteemed honor of being named a finalist for the 2023 Washington Women in PR Emerging Leaders Award program. The awards ceremony was a great opportunity to meet my fellow finalists as well as other inspiring PR pros in the District.
What’s your favorite platform for networking?
LinkedIn is my go-to tool for networking. However, my biggest advice is that it’s a professional social network. Use the tool to promote your personal brand, but be judicious about what (and how frequently) you post!
Thank you for all your insights. We’d love to hear about your networking skills in action — any stories come to mind?
“Networking in PR is not just about making connections; it’s about fostering relationships that can lead to meaningful results.”
The PR and Marketing world is small, so attending industry conferences and events has proven to be an incredibly beneficial way to re-engage with former colleagues and also meet with prospective clients.
When starting my career, I also made a point to invite reporters to coffee as I began familiarizing myself with their coverage areas and establishing relationships with them. I used to meet with one of my reporter friendlies who writes for a government tech publication on a semi-annual basis. Even during the pandemic, we continued having virtual coffee meetings to check in with one another. Nurturing this connection over the years was incredibly helpful as it ultimately enabled me to secure more media opportunities within her publication and resulted in more timely responses when pitching her on a particular topic.
Networking in PR is not just about making connections; it's about fostering relationships that can lead to meaningful results. Whether you're attending industry events, engaging on platforms like LinkedIn, or simply maintaining meaningful relationships, the effort you put into networking can have significant outcomes. If you’re feeling overwhelmed on where to begin, I hope these tips offer a helpful place to start.